Demand generation

Every business wants to believe they’ve nailed lead generation. They’ve invested in the best tools, hired top talent, and partnered with trusted providers. On paper, it all looks good.

Yet success isn't just about having the right suppliers and latest gizmos - it's often about fixing internal issues. Whether it's outdated processes, office politics, or pet projects that don't deliver, sometimes you must face hard truths.

It’s tough but letting go of what doesn’t work is essential for growth. A streamlined, aligned approach will do more for your pipeline than any fancy tool ever could

Pet projects: Letting go of what doesn’t work

Every business has pet projects—those initiatives someone loves but aren’t delivering. It might be a favourite event or a CEO-approved campaign. But if these aren’t moving the needle, they’re just distractions. Hanging on in the hope they’ll come good is like watering a dead plant. To grow, you need to cut out the dead bits and focus on new shoots.

A simple question to ask yourself: "Is this contributing to the pipeline?" If not, it’s time to say goodbye, no matter how much it stings.

Internal processes: Streamline or get left behind

Often the biggest obstacle to a successful pipeline is internal, not external. If approvals take weeks, departments work in silos, or your processes are outdated, you’re hindering progress. Streamlining is not about cutting corners; it’s about removing friction.

Reassess approval chains, break down silos, and adopt faster ways of working. A smooth-running internal machine is far more valuable than the shiniest martech stack.

Office politics: The silent pipeline killer

Office politics can quietly sabotage pipeline efforts. If sales and marketing are more concerned with credit than results, or if decisions are driven by loud voices rather than sound strategy, the pipeline suffers. Success demands alignment and collaboration. It's not about winning internal battles; it's about winning customers.

Create a culture of open communication and shared goals to ensure everyone is pulling in the same direction.

Data overload: Quality over quantity

In the era of big data, it’s easy to drown in metrics. Businesses often collect too much data without asking what it actually means. More isn’t better—what matters is the right data. Focus on the metrics that truly drive strategy. Don’t get stuck in analysis paralysis.

Understand which data points indicate genuine buyer interest and use that to guide decisions. It’s not about having 100 metrics—it’s about knowing which ones matter.

Martech addiction: The tools aren’t the strategy

Everyone loves new tools, but tools alone aren’t a strategy. Many businesses throw money at martech, expecting it to be a magic fix without a clear plan. Before investing in yet another tool, ask: "How does this fit into our strategy?" The tools should support your goals, not dictate them.

Just like a fancy gym membership won’t get you fit without a plan, martech won’t solve your problems without a strategy in place to deliver what the business needs.

Content that speaks to nobody

Content might be king, but only if it’s speaking to the right audience. Businesses often fall in love with their content, but if it’s not resonating with the target audience, it’s just noise. High-quality content delivers value and addresses your audience’s needs. If your content is 'all about you' it's unlikely to drive engagement or conversations.

Rethinking ROI: focus on revenue, not vanity metrics

Leads, clicks, and impressions look good on paper, but if they’re not converting into revenue, they’re just vanity metrics. The real measure of success is revenue, not the number of leads. Look beyond the surface metrics and focus on what’s generating tangible results. Are your campaigns producing leads that convert? Are they driving actual sales?

Reallocate resources to what works and cut what doesn’t. Revenue is the goal, not superficial numbers.

Accountability: Data should be the measure, not finger-pointing

The blame game between sales and marketing is a major barrier to pipeline success. When targets aren’t met, it's easy to point fingers. Instead, both teams need to be accountable, agree on what a qualified lead looks like, and have shared success metrics.

When teams are aligned, the finger-pointing stops, and everyone works toward a common goal. Accountability and collaboration will drive better results than endless blame.

Change isn’t easy, but it’s necessary

Change requires bold steps, re-evaluation, and a willingness to abandon what’s no longer effective. Real growth comes from challenging the status quo and focusing on what truly drives results. Sometimes, you have to break things down before building them back up stronger and more aligned with your goals.

Embrace tough love for real growth

Building a successful pipeline isn’t just about having the best tools or suppliers. It’s about being honest about what’s working and what’s not, making tough decisions, and focusing on activities that deliver results.

Streamline processes, foster collaboration, and concentrate on initiatives that bring real growth. Sometimes, you need to be told that your "baby" is ugly. It’s in confronting these uncomfortable truths that real progress begins.

Creating demand without the drama

If you’re finally ready to take your lead generation efforts to new heights, we have a solution that delivers every step of the way! We’ll be your guide to unlocking new opportunities and driving revenue growth.

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Author:  Shelley Hirst, The Amigos Network
eMail:  shelley.hirst@themigosnetwork.com

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